Since the TotallySwedish shop opened its doors on 32 Crawford Street in London, located between the Swedish Embassy and the Swedish Church, it has become an increasingly popular place to come for homesick Scandinavians and curious Londoners. Founder and owner Annethe Nathan speaks of the big hype in Swedish films and literature, music, fashion and design, and the positive effects this has had on her business. “We never expected this level of fascination in all things Swedish here in London,” she laughs. “But we are of course incredibly happy about it and take the opportunity to explain our culture, traditions and food.